Scarecrow ups the ante for Quikr

Missed call is a game-changer feature for the category and the communication is fresh and disruptive, made memorable with actor Saswata 'Bob' Chatterjee

BestMediaInfo Bureau | Delhi | November 8, 2012

Scarecrow Communications has unveiled an unusual clutter-breaking campaign for India's leading online classifieds site, Quikr. The previous campaign featured a series of three highly disruptive 10-seconders with a sticky audio mnemonic 'Quikrrrrr'. The value proposition was that Quikr helps you buy and sell stuff in minimum time.

However, this time, the disruption started with the proposition itself. Quikr is the only online site that helps people transact through a missed call. Quikr has set up an extensive call centre operation that proactively calls people after receiving a missed call, understands their specifications and responds with a series of SMSes containing highly relevant and specific information, that too in minimal time.

Raghu Bhat, Founder Director, Scarecrow, said, "The missed call is a game-changer for the category. The communication too had to be equally fresh and disruptive. We started with an inspired casting – Saswata Chatterjee (Bob Biswas of Kahani). Although he appeared in Kahani for 10 minutes, he has acquired cult status. The audience is hungry to see more of him and Quikr is the brand that brings him back and naturally benefits hugely. Secondly, his calibration of deadpan comic timing is perfect and he is undoubtedly one of the finest actors in India today.”

Bhatt said further, “Even the plot had to have a quirk worthy of its anagram brand Quikr. We layered it with a raunchy RD-sounding soundtrack – with words like Ranno ki life ka... ek hi makaam, tera badan hai...mera teerath sthan – in the background that punctuates key moments of the film."

Arunava Sengupta, Founder Director, Scarecrow, commented, "Saswata is very choosy about what he works on. He opted for Quikr because he liked the bizarreness of the plot. Quikr is a streetsmart brand. Its spend is less than its competitors but it enjoys disproportionate share of mind. That's because it has never played safe in its communication."

"Our last campaign for Quikr created Quikrrrr-mania. We are confident that this campaign also will create huge buzz. Hats off to the client for buying such work," said Manish Bhatt, Founder Director, Scarecrow.

The campaign was directed by Naren Multani of Equinox Films and was shot in Kayani Cafe, in Mumbai.

The campaign that has already resulted in overwhelming audience response on the company's phone lines and Twitter, also includes cinema, cinema innovations, media innovations, digital and ambient media as part of the mix.

The TVC:

Credits:

Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar

Account Management: Arunava Sengupta, Sukhvinder Wikhoo

Client: Pranay Chulet, Founder CEO), Aparna Mahesh

Production House: Equinox Films

Director: Naren Multani

Producer: Manoj Shroff, Sia Bhuyan

Music: Rohan Vinay

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